Thursday, March 17, 2016
EOC Week 9; The Story
Emporia Vodka is made with only the finest of ingredients. A blend of mainly the finest water supply of Emporia Kansas infused with wheat grown in Kansas too. Emporia is based of the principle introduced Lars Olsson Smith who created the idea of distilling the vodka more than a few times to get the right taste. Emporia is a premium smooth flavored vodka with no impurities which provide you with a relaxed drinking experience. With its roots stemming from Kansas it is the perfect American made vodka. Whether you are mixing it with a favorite cocktail or drinking it straight Emporia is sure to provide you with a drinking experience that is smoother than any other you may have tried before. The founder of Emporia Vodka has grown up in Las Vegas all his life and Emporia embraces it as its second home. Although new to the nightlife scene out here it has started to make a splash with appearances at many high end clubs such as XS, Omnia, and Hakkassan night club. Not sure how to try Emporia Vodka? Why not try it in one of our signature cocktails? Such as the Emporia express its a blend of Emporia Vodka, cranberry juice, lemon lime tonic water, crushed mint leaf, and blueberries. Or maybe you're a more simple drinker and enjoy a simple screwdriver or a vodka and soda? Or for those real experienced drinkers maybe looking to put a few back and drink a straight up shot no matter the occasion Emporia is the vodka for you. Simply put Emporia is made with only the best quality of ingredients for a experience no other vodka will offer you. At $24.99 for a bottle thats two times the size of a bottle the competition gives you you cant go wrong. Emporia Vodka only the best!
Marketing Implementation Strategy
“Marketing implementation the process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives.” ( Armstrong & Kotler, Marketing: An Introduction, Pg. 57) This is the make or break part for Emporia. Simply put you can have the greatest marketing strategy in the world but it all comes down to how you implement it that depends on it being successful or not. “In an increasingly connected world, people at all levels of the marketing system must work together to implement marketing strategies and plans.” ( Armstrong & Kotler, Marketing: An Introduction, Pg. 57) The Emporia brand will do this by constantly meeting with all departments to make sure we are all on the same page working towards the same goal. It starts with the CEO and goes all the way down to the distributors to even the stores we are being carried in. This is the part of the business in which team work is vital to our success and Emporia Vodka will work to make sure daily we are all on the same page.
Distribution
Distribution or “Place” is a huge part of getting this vodka brand out there. “Place includes company activities that make the product available to target consumers.” ( Armstrong & Kotler, Marketing: An Introduction, Pg. 53) For Emporia I think we would strictly keep this to just Kansas and Las Vegas. I think these are definitely two markets that would be a good starting point and we have roots in both places. Las Vegas is already huge in the alcohol industry so it would be a good place to start out here. I definitely think we would be held in liquor stores such as Lee’s and be carried in many grocery stores. Since we are in Vegas we could use the club scene to our advantage and get them to use some of our products even if we have to give it to them for free to start.”The issue is not whether there should be four, six, or ten Ps so much as what framework is most helpful in designing integrated marketing programs.” ( Armstrong & Kotler, Marketing: An Introduction, Pg.54) When identifying these 4 P’s we have covered all our bases for Emporia Vodka to get it off the ground. Each plays an important role such as distribution.
Promotion
Promotion is a huge element of getting a brand out there. As defined,”Promotion means activities that communicate the merits of the product and persuade target customers to buy it.” ( Armstrong & Kotler, Marketing: An Introduction, Pg. 53) A lot of this will be done through the use of social media. It is so huge now a days that we will blanket our brand across all online platforms to get the name out there to consumers. We also hope to prove to our consumers that we have a quality brand so that they will spread through word of mouth this can be a huge part of promotion also. ”Some critics think that the four Ps may omit or underemphasize certain important activities.” ( Armstrong & Kotler, Marketing: An Introduction, Pg. 54) The four P’s covers a large business aspect of Emporia Vodka.
Pricing
It has been said that, “An effective marketing program blends all of the marketing mix elements into an integrated marketing program designed to achieve the company’s marketing objectives by delivering value to consumers.” ( Armstrong & Kotler, Marketing: An Introduction, Pg. 54) We consider that to be very true for our brand and another very important aspect of this is price. “Price is the amount of money customers must pay to obtain the product.” ( Armstrong & Kotler, Marketing: An Introduction, Pg. 53) Emporia vodka will be a very good price point and will offer a bigger serving size than other competitors at our price point as well as being a high quality product perfect for mixing with your favorite cocktail or drinking it straight up. At $24.99 for a 1.75 liter bottle which is double the normal size for that price point will definitely stand out against the competition.
Product
“Product means the goods-and-services combination the company offers to the target market.” ( Armstrong & Kotler, Marketing: An Introduction, Pg. 53) As Emporia vodka the only product we offer is simply vodka. We would eventually expand into more products such as other related alcohol products like flavored vodkas, flasks, bottle openers, etc. But for now it is essential to build a strong brand and following before expanding. It can cause a brand major problems to expand too quickly. “It holds that the four Ps concept takes the seller’s view of the market, not the buyer’s view.” ( Armstrong & Kotler, Marketing: An Introduction, Pg. 54) This is something we as a brand plan to embody to further expand our brand and to make this be known as a quality brand to our consumers.
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